BILL NUMBER: AJR 50	CHAPTERED  05/23/00

	RESOLUTION CHAPTER   66
	FILED WITH SECRETARY OF STATE   MAY 23, 2000
	ADOPTED IN ASSEMBLY   MAY 22, 2000
	ADOPTED IN SENATE   MAY 18, 2000
	AMENDED IN SENATE   APRIL 13, 2000
	AMENDED IN SENATE   MARCH 20, 2000
	AMENDED IN ASSEMBLY   MARCH 13, 2000

INTRODUCED BY   Assembly  Members Baugh and Oller
   (Coauthors:  Assembly Members Aanestad, Ackerman, Ashburn,
Baldwin, Bates, Battin, Brewer, Briggs, Campbell, Cardenas, Correa,
Cox, Cunneen, Dickerson, Dutra, Frusetta, Gallegos, Granlund, Havice,
Honda, House, Jackson, Kaloogian, Leach, Leonard, Machado, Maddox,
Maldonado, McClintock, Nakano, Olberg, Robert Pacheco, Rod Pacheco,
Pescetti, Reyes, Runner, Soto, Strickland, Thompson, Torlakson,
Wayne, and Zettel)

                        FEBRUARY 28, 2000

   Assembly Joint Resolution No. 50--Relative to the United Colors of
Benetton.



	LEGISLATIVE COUNSEL'S DIGEST


   AJR 50, Baugh.  United Colors of Benetton.
   This measure would condemn as inappropriate and  insensitive to
the families of the victims the practice by the international retail
corporation, United Colors of Benetton, of glamorizing death row
inmates through its advertising campaign for the purpose of selling
Benetton's products.  This  measure would encourage the  citizens of
California to express to Benetton, in whatever manner they deem most
effective, their opinion of the inappropriate and insensitive death
row marketing campaign, and would provide for the transmittal of the
resolution to the President and Vice President of the United States,
to specified Senators and Representatives, to the  Presidents of the
United States and California Chambers of Commerce, the Chairman of
the New York Stock Exchange, and the Chairman of the Board of
Benetton.




   WHEREAS, The death penalty was originally instituted in California
in 1851 under the Criminal Practices Act and reinstated in 1978; and

   WHEREAS, Due to the heinous nature of crimes that are punishable
by the death penalty, only 5 percent of murderers reside on death
row; and
   WHEREAS, The international retail corporation, the United Colors
of Benetton, has glamorized death row inmates through photos and
interviews, in order to sell Benetton products; and
   WHEREAS, Such "shock marketing" perversely profiles criminals who
have committed grossly inhuman acts of murder; and
   WHEREAS, The 26 criminals profiled by Benetton have murdered at
least 45 innocent victims; and
   WHEREAS, The advertisement campaign is causing unnecessary pain
and distress to the family and friends of the murder victims; and
   WHEREAS, This marketing constitutes a flippant "style statement"
in what has been, and should remain, a serious issue for responsible
public debate; and
   WHEREAS, A good corporate citizen must maintain a good standard of
ethics and respect the bounds of responsible discourse concerning
matters of policy dealing with the lives of citizens and the values
of law-abiding citizens; and
   WHEREAS, The glamorization of death row inmates in Benetton's
marketing campaign does not appear to be consistent with being a good
corporate citizen; now, therefore, be it
   Resolved by the Assembly and Senate of the State of California,
jointly, That Benetton's glorification of criminals for profit is
both inappropriate and insensitive to the families of the victims ;
and be it further
   Resolved, That the Members of the Assembly and Senate of the State
of California encourage all citizens in California to express to the
United Colors of Benetton, in whatever manner they deem most
effective, their opinion of the inappropriate and insensitive death
row marketing campaign; and be it further
   Resolved, That the Chief Clerk of the Assembly transmit copies of
this resolution to the President and Vice President of the United
States, the Majority Leader of the Senate, the Speaker of the House
of Representatives, to each Senator and Representative from
California in the Congress of the United States, to the President of
the United States Chamber of Commerce, the President of the
California Chamber of Commerce, the Chairman of the New York Stock
Exchange, and the Chairman of the Board of the United Colors of
Benetton.
